International law firm Berwin Leighton Paisner (BLP) has advised European venture capital firm Van den Ende & Deitmers on its backing of a US$25m Series A investment in Unruly Holdings Limited, the holding company of the Unruly Media Group, alongside co-investors Amadeus Capital Partners and Business Growth Fund.

Unruly is a global technology platform for social video advertising and has created well-known video campaigns such as T-Mobile’s “Life’s for Sharing” and Coca Cola’s “Happiness Factory”. This investment is the largest financing to date for a private company in the social video industry.

This deal marks a strong end to 2012 for BLP’s private equity team in terms of mid-market private equity transactions, having completed nine mid-market deals in the last six months, including Patron Capital’s equity investment into Jupiter Hotels, the sales of the Lateral Group and Adapt Group, the MBO of Red Commerce, Albion Ventures’ investment in Hilson Moran Holdings Limited, and the sale of DualCom by Octopus to Bowmark, which were announced earlier this week.